After days of frenzied speculation, Lewis Hamilton has finally revealed the mystery behind his enigmatic '08.08' post—and it's not a farewell to Formula 1.
The seven-time world champion, now racing for Scuderia Ferrari, set the internet ablaze with cryptic social media hints, fueling rumours of retirement. But as it turns out, the announcement had nothing to do with racing and everything to do with a smoky new business move.
The Truth Behind '08.08': A Non-Alcoholic Spirit, Not a Racing Exit
In an Instagram video, Lewis has announced that the '08.08' announcement was related to Almave, the driver's venture into alcohol back in 2023. For this one, the announcement was for the release of Almave Humo, described as a 'smoky non-alcoholic spirit made with Espadín agave harvested from the foothills of volcanoes in Puebla, Mexico.'
'By adapting ancestral distillation techniques from the cradle of mezcal, Humo delivers the depth and intrigue of traditional smoky spirit, without the alcohol,' the post said.
It also added, 'For festive dinners and everyday celebrations, for moments of discovery and deep connection — Humo delivers sophisticated cocktails and authenticity — beyond proof.'
The '08.08' campaign had initially sparked confusion when Hamilton posted: 'We've struck the match. Now follow the smoke.' Fans took it as a possible metaphor for retirement. It wasn't.
Why Are Retirement Rumours Rampant?
While many fans can now rest easy that Lewis won't retire from Formula 1 anytime soon, retirement speculations arose following the driver's latest remarks at the recently concluded Hungarian Grand Prix.
Hamilton, after qualifying 12th in the race–and also finishing up in the same place–told reporters, 'I drove terribly. It is what it is.' He then added, 'I'm just useless,' and said his lack of pace was 'nothing to do with the car.'
Despite feeling dejected, he still congratulated his teammate Charles Leclerc, who took pole position during the race, but only finished fourth after losing out to both McLaren's and Mercedes' George Russell.
'It's amazing for the team that the car is capable of being on pole, so big congrats to Charles,' he said.
Following this, ex-Haas team principal Guenther Steiner recently told the Red Flags Podcast that Lewis' latest statement was a 'wrong attitude', especially given his decorated racing career.
'That's the wrong attitude. And that is for me. I don't like the attitude of giving up, you know, or it's an attitude that people should feel sorry for you,' he said.
Lewis' Maiden Year at Ferrari So Far
Mixed fortunes have marked Hamilton's campaign beyond Hungary. He impressed with a dominant sprint victory in Shanghai—the first win for him and Ferrari this year—demonstrating masterful tyre management.
In Bahrain, he achieved his best Grand Prix finish so far (P5), feeling he'd finally 'figured out' the SF‑25's driving style. Saudi Arabia was a setback: starting and finishing seventh, Hamilton lamented the car's slipping balance and admitted, 'there's no fix'.
At Silverstone, a narrowly missed podium—he placed fourth—highlighted ongoing handling frustrations despite showing strong pace.
Still in the Fight: Hamilton Doubles Down on Long-Term Plans
Despite swirling rumours and emotional post-race interviews, Hamilton has reaffirmed his commitment to Ferrari and insists he's far from done. With significant regulation changes due in 2026, he's positioning himself as a long-term asset for Ferrari's future ambitions.
For now, Lewis Hamilton's journey with Ferrari is a story in transition—filled with public scrutiny, moments of doubt, but also glimpses of the greatness fans have come to expect.
And as for '08.08'? It's not a retirement—just another chapter in the evolution of a man who's more than just a driver.
